This is how Guerlain’s immersive experience in Callao unfolded

Madrid’s Plaza del Callao hosted the launch of L’HEURE BLEUE,Guerlain’s new fragrance for women, with a spectacular urban activation that transformed the heart of Madrid into a world of perfume, creativity and interaction.

The event centred on the installation of a Parisian kiosk in the square, where the public could explore the Maison’s new creation through a journey that connected visitors with the history, inspirations and emotions that bring the fragrance to life.

As part of the outdoor campaign, the Callao City Lights screens complemented this event to amplify the launch and boost its visibility at one of the city’s most iconic locations.

A journey into the world of L’HEURE BLEUE

Throughout the experience, visitors were able to discover the notes and inspiration behind the new fragrance, as well as receiving a scented bracelet infused with the new eau de parfum. They also received an exclusive passport that allowed them to visit different stops and experiences designed to uncover the secrets of the launch, access exclusive surprises and capture the moment in a photo booth inspired by the brand’s universe.